“Mamma!” The word was drawn on the backdrop under a single red rose. It was sung with deep passion by Edoardo Bennato, who belted out the famous Italian song.
And just in case the audience at the Dolce & Gabbana show didn’t get the message, down the runway walked the mothers, carrying babies or holding hands with their kids. There was even a pregnant mum-to-be, model Bianca Balti.
At the end of the runway, a group of mums and kids were gathered as if expecting a birthday party.
By the end of the show, after a march past of mothers wearing the brand’s iconic shapely black dresses, and their kids as cute fashion accessories, Domenico and Stefano joined the throng.
“Everyone loves their mother,” said Stefano. I refrained from asking about the progeny of gay men’s marriages, and what had happened to the dads.
The show was corny, but it was also compelling and kept within the Dolce & Gabbana framework: dresses either full skirted and blooming with flowers, or longer and lean. Some were printed with loving first letters written from child to mother.
These women were, of course, yummy mummies – the kind who are unlikely to have to dash to the dry cleaners themselves when baby poops on a designer frock.
Some of the floral looked like a rerun of St Valentine’s Day. But ultimately, Dolce & Gabbana never move far from the tree in their fashion garden. Rather than relying on a sugar prettiness, they even had some mummies as though striding to work in tailored clothes with business bags.
And the kids? Well, can it ever be too soon for a babe to join a brand?